MARK 302 Lecture Notes - Lecture 10: Dependent And Independent Variables, Test Market, Internal Validity
24 Sep 2017
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Chapter 10: primary data collection experimentation and test marketing. Independent variable (x): price, packaging, distribution, product, and advertising. Treatment: independent variable is manipulated to measure its effect on the dependent variable. Extraneous factors: things that cannot be controlled (i. e. the weather) Objective: must determine whether a change in one variable likely caused an observed change in another. Internal validity: the extent to which competing explanations for the experimental results observed can be ruled out. External validity: the extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and times. In experimental design, the researcher has control over and manipulates one or more independent/treatment variables, keeping all other variables constant. Test group: the group that is exposed to manipulation of the independent variable. Control group: the group that is used for comparison. Experimental effect: the effect of the treatment variable on the dependent variable.
